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• Marketing Cohort Analysis : How To Do It (With Examples)

  12 janvier 2024, par Erin

  The better you understand your customers, the more effective your marketing will become. 

  The good news is you don’t need to run expensive focus groups to learn much about how your customers behave. Instead, you can run a marketing cohort analysis using data from your website analytics.

  A marketing cohort groups your users by certain traits and allows you to drill down to discover why they take the actions on your website they do. 

  In this article, we’ll explain what a marketing cohort analysis is, show you what you can achieve with this analytical technique and provide a step-by-step guide to pulling it off. 

  What is cohort analysis in marketing ?

  A marketing cohort analysis is a form of behavioural analytics where you analyse the behavioural patterns of users who share a similar trait to better understand their actions. 

  These shared traits could be anything like the date they signed up for your product, users who bought your service through a paid ad or email subscribers from the United Kingdom.

  It’s a fantastic way to improve your marketing efforts, allowing you to better understand complex user behaviours, personalise campaigns accordingly and improve your ROI. 

  You can run marketing analysis using an analytics platform like Google Analytics or Matomo. With these platforms, you can measure how cohorts perform using traffic, engagement and conversion metrics.

  

  There are two types of cohort analysis : acquisition-based cohort analysis and behavioural-based cohort analysis.

  Acquisition-based cohort analysis

  An acquisition-based cohort divides users by the date they purchased your product or service and tracks their behaviour afterward. 

  For example, one cohort could be all the users who signed up for your product in November. Another could be the users who signed up for your product in October. 

  You could then run a cohort analysis to see how the behaviour of the two cohorts differed. 

  Did the November cohort show higher engagement rates, increased frequency of visits post-acquisition or quicker conversions compared to the October cohort ? Analysing these cohorts can help with refining marketing strategies, optimising user experiences and improving retention and conversion rates.

  As you can see from the example, acquisition-based cohorts are a great way to track the initial acquisition and how user behaviour evolves post-acquisition.

  Behavioural-based cohort analysis

  A behavioural-based cohort divides users by their actions on your site. That could be their bounce rate, the number of actions they took on your site, their average time on site and more.

  

  Behavioural cohort analysis gives you a much deeper understanding of user behaviour and how they interact with your website.

  What can you achieve with a marketing cohort analysis ?

  A marketing cohort analysis is a valuable tool that can help marketers and product teams achieve the following goals :

  

  Understand which customers churn and why

  Acquisition and behavioural cohort analyses help marketing teams understand when and why customers leave. This is one of the most common goals of a marketing cohort analysis. 

  Learn which customers are most valuable

  Want to find out which channels create the most valuable customers or what actions customers take that increase their loyalty ? You can use a cohort analysis to do just that. 

  For example, you may find out you retain users who signed up via direct traffic better than those that signed up from an ad campaign. 

  Discover how to improve your product

  You can even use cohort analysis to identify opportunities to improve your website and track the impact of your changes. For example, you could see how visitor behaviour changes after a website refresh or whether visitors who take a certain action make more purchases. 

  Find out how to improve your marketing campaign

  A marketing cohort analysis makes it easy to find out which campaigns generate the best and most profitable customers. For example, you can run a cohort analysis to determine which channel (PPC ads, organic search, social media, etc.) generates customers with the lowest churn rate. 

  If a certain ad campaign generates the low-churn customers, you can allocate a budget accordingly. Alternatively, if customers from another ad campaign churn quickly, you can look into why that may be the case and optimise your campaigns to improve them. 

  Measure the impact of changes

  You can use a behavioural cohort analysis to understand what impact changes to your website or product have on active users. 

  If you introduced a pricing page to your website, for instance, you could analyse the behaviour of visitors who interacted with that page compared to those who didn’t, using behavioural cohort analysis to gauge the impact of these website changes on engagemen or conversions.

  The problem with cohort analysis in Google Analytics

  Google Analytics is often the first platform marketers turn to when they want to run a cohort analysis. While it’s a free solution, it’s not the most accurate or easy to use and users often encounter various issues. 

  For starters, Google Analytics can’t process user visitor data if they reject cookies. This can lead to an inaccurate view of traffic and compromise the reliability of your insights.

  In addition, GA is also known for sampling data, meaning it provides a subset rather than the complete dataset. Without the complete view of your website’s performance, you might make the wrong decisions, leading to less effective campaigns, missed opportunities and difficulties in reaching marketing goals.

  How to analyse cohorts with Matomo

  Luckily, there is an alternative to Google Analytics. 

  As the leading open-source web analytics solution, Matomo offers a robust option for cohort analysis. With its 100% accurate data, thanks to the absence of sampling, and its privacy-friendly tracking, users can rely on the data without resorting to guesswork. It is a premium feature included with our Matomo Cloud or available to purchase on the Matomo Marketplace for Matomo On-Premise users.

  Below, we’ll show how you can run a marketing cohort analysis using Matomo.

  Set a goal

  Setting a goal is the first step in running a cohort analysis with any platform. Define what you want to achieve from your analysis and choose the metrics you want to measure. 

  For example, you may want to improve your customer retention rate over the first 90 days. 

  Define cohorts

  Next, create cohorts by defining segmentation criteria. As we’ve discussed above, this could be acquisition-based or behavioural. 

  Matomo makes it easy to define cohorts and create charts. 

  In the sidebar menu, click Visitors > Cohorts. You’ll immediately see Matomo’s standard cohort report (something like the one below).

  

  In the example above, we’ve created cohorts by bounce rate. 

  You can view cohorts by weekly, monthly or yearly periods using the date selector and change the metric using the dropdown. Other metrics you can analyse cohorts by include :

  • Unique visitors
  • Return visitors
  • Conversion rates
  • Revenue
  • Actions per visit

  Change the data selection to create your desired cohort, and Matomo will automatically generate the report. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  Analyse your cohort chart

  Cohort charts can be intimidating initially, but they are pretty easy to understand and packed with insights. 

  Here’s an example of an acquisition-based cohort chart from Matomo looking at the percentage of returning visitors :

  

  Cohorts run vertically. The oldest cohort (visitors between February 13 – 19) is at the top of the chart, with the newest cohort (April 17 – 23) at the bottom. 

  The period of time runs horizontally — daily in this case. The cells show the corresponding value for the metric we’re plotting (the percentage of returning visitors). 

  For example, 98.69% of visitors who landed on your site between February 13 – 19, returned two weeks later. 

  Usually, running one cohort analysis isn’t enough to identify a problem or find a solution. That’s why comparing several cohort analyses or digging deeper using segmentation is important.

  Segment your cohort chart

  Matomo lets you dig deeper by segmenting each cohort to examine their behaviour’s specifics. You can do this from the cohort report by clicking the segmented visitor log icon in the relevant row.

  

  

  Segmenting cohorts lets you understand why users behave the way they do. For example, suppose you find that users you purchased on Black Friday don’t return to your site often. In that case, you may want to rethink your offers for next year to target an audience with potentially better customer lifetime value. 

  Start using Matomo for marketing cohort analysis

  A marketing cohort analysis can teach you a lot about your customers and the health of your business. But you need the right tools to succeed. 

  Matomo provides an effective and privacy-first way to run your analysis. You can create custom customer segments based on almost anything, from demographics and geography to referral sources and user behaviour. 

  Our custom cohort analysis reports and colour-coded visualisations make it easy to analyse cohorts and spot patterns. Best of all, the data is 100% accurate. Unlike other web analytics solution or cohort analysis tools, we don’t sample data. 

  Find out how you can use Matomo to run marketing cohort analysis by trialling us free for 21 days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• How to reinsert edited metadata stream information from the FFMETADATAFILE file ? [closed]

  6 septembre 2024, par SENYCH

  I'm working on simplifying and speeding up the process of editing video metadata for user convenience. I've successfully edited metadata streams using console commands, such as :

  


  ffmpeg -i INPUT.mp4 -map 0 -metadata:s:0 "handler_name=An other video" -metadata:s:1 "handler_name=An other audio recording in russian" -metadata:s:2 "handler_name=An other audio recording in english" -metadata:s:3 "handler_name=An other audio recording in japanese" -c copy OUTPUT.mp4


  


  However, I'd like to accomplish this through a ffmetadata file. Here's the approach I've taken :

  


  ffmpeg -t 0 -i INPUT.mp4 -map 0 -c copy -f ffmetadata ffmetadata.txt -hide_banner


  


  Original ffmetadata.txt is :

  


  ;FFMETADATA1
major_brand=isom
minor_version=512
compatible_brands=isomiso2avc1mp41
encoder=Lavf61.5.101
[STREAM]
language=und
handler_name=The best video
vendor_id=[0][0][0][0]
[STREAM]
language=rus
handler_name=The best russian language
vendor_id=[0][0][0][0]
[STREAM]
language=eng
handler_name=The best english language
vendor_id=[0][0][0][0]
[STREAM]
language=jpn
handler_name=The best japanese language
vendor_id=[0][0][0][0]


  


  Edit the ffmetadata.txt file to update the handler_name values :

  


  ;FFMETADATA1
major_brand=isom
minor_version=512
compatible_brands=isomiso2avc1mp41
encoder=Lavf61.5.101
[STREAM]
language=und
handler_name=An other video
vendor_id=[0][0][0][0]
[STREAM]
language=rus
handler_name=An other audio recording in russian
vendor_id=[0][0][0][0]
[STREAM]
language=eng
handler_name=An other audio recording in english
vendor_id=[0][0][0][0]
[STREAM]
language=jpn
handler_name=An other audio recording in japanese
vendor_id=[0][0][0][0]


  


  Attempt to apply the updated metadata from ffmetadata2.txt :

  


  C:\Users\Alexander\Videos>ffmpeg -i INPUT.mp4 -i ffmetadata2.txt -map 0:v -map 0:a -map_metadata 1 -c copy OUTPUT2.mp4 -hide_banner


  


  Despite these steps, I've noticed that only the global metadata is updated, while the metadata for each stream remains unchanged. The console output shows that metadata for each stream is not updated as expected.

  


  What am I missing ? How can I ensure that the stream-specific metadata is also updated correctly when using a ffmetadata file ?

  


  Additional Information :

  


  

  • FFmpeg version : 2024-08-26-git-98610fe95f-full_build

  


  • The ffmetadata file format and the approach I've used should be correct according to the FFmpeg documentation.

  


  


  I would greatly appreciate any recommendations or suggestions on how to solve this problem !

  


  I found a bad solution for my problem, but it still isn't ideal as it requires specifying -map_metadata:s:N 1:s:N for each stream individually, which is quite cumbersome. Is there a way to simplify this process and avoid having to set metadata for each stream separately ?

  


  The command I’m using is :

  


  C:\Users\Alexander\Videos>ffmpeg -i INPUT.mp4 -i ffmetadata2.txt -map 0 -map_metadata:s:0 1:s:0 -map_metadata:s:1 1:s:1 -map_metadata:s:2 1:s:2 -map_metadata:s:3 1:s:3 -c copy OUTPUT2.mp4 -hide_banner


  


  This works, but having to specify -map_metadata:s:N for each stream creates extra work, especially as the number of streams increases. Is there a more efficient way to handle this ?

  


• Multivariate Testing vs A/B Testing (Quick-Start Guide)

  7 mars 2024, par Erin

  Traditional advertising (think Mad Men) was all about slogans, taglines and coming up with a one-liner that was meant to change the world.

  But that type of advertising was extremely challenging to test, so it was hard to know if it worked. Most of the time, nobody knew if they were being effective with their advertising.

  Enter modern marketing : the world of data-driven advertising.

  Thanks to the internet and web analytics tools like Matomo, you can quickly test almost anything and improve your site.

  The question is, should you do multivariate testing or A/B testing ?

  While both have their advantages, each has a specific use case.

  In this guide, we’ll break down the differences between multivariate and A/B testing, offer some pros and cons of each and show you some examples so you can decide which one is best for you.

  What is A/B testing ?

  A/B testing, or split testing, is testing an individual element in a medium against another version of the same element to see which produces better results.

  

  A/B tests are conducted by creating two different versions of a digital landmark : a website, landing page, email, or advertisement.

  The goal ? Figure out which version performs better.

  Let’s say, for example, you want to drive more sales on your core product page.

  You test two call-to-action buttons : “Buy Now” and “Add to Cart.”

  After running the test for two weeks, you see that “Buy Now” produced 1.2% conversions while “Add to Cart” produced 7.6%.

  In this scenario, you’ve found your winner : version B, “Add to Cart.”

  By conducting A/B tests regularly, you can optimise your site, increase engagement and convert more visitors into customers.

  Keep in mind that A/B testing isn’t perfect ; it doesn’t always produce a win.

  According to Noah Kagan, founder of AppSumo, only 1 out of 8 A/B tests his company conducts produces significant change.

  Advantages of A/B testing

  A/B testing is great when you need to get an accurate result fast on a specific element of your marketing efforts.

  Whether it’s a landing page or product page, you can get quick results without needing a lot of traffic.

  A/B testing is one of the most widely accepted and used testing methods for marketers and business owners.

  When you limit the number of tracked variables used in a test, you can quickly deliver reliable data, allowing you to iterate and pivot quickly if necessary.

  This is a great way to test your marketing methods, especially if you’re a newer business or you don’t have substantial traffic yet.

  Splitting up your traffic into a few segments (like with multivariate testing) will be very challenging to gain accurate results if you have lower daily traffic.

  One final advantage of A/B testing is that it’s a relatively easy way to introduce testing and optimising to a team, decision-maker, or stakeholder since it’s easy to implement. You can quickly demonstrate the value with a simple change and tangible evidence.

  Disadvantages of A/B testing

  So, what are the downsides to A/B testing ?

  Although A/B testing can get you quick results on small changes, it has limitations.

  A/B testing is all about measuring one element against another.

  This means you’re immediately limited in how many elements you can test. If you have to test out different variables, then A/B testing isn’t your best option since you’ll have to run test after test to get your result.

  If you need specific information on how different combinations of elements interact with one another on a web page, then multivariate is your best option.

  What is multivariate testing ?

  If you want to take your testing to the next level, you’ll want to try multivariate testing.

  Multivariate testing relies on the same foundational mechanism of A/B testing, but instead of matching up two elements against one another, it compares a higher number of variables at once.

  Multiple + variations = multivariate.

  Multivariate testing looks at how combinations of elements and variables interact.

  Like A/B testing, traffic to a page is split between different web page versions. Multivariate testing aims to measure each version’s effectiveness against the other versions.

  Ultimately, it’s about finding the winning combination.

  

  When to use multivariate testing

  The quick answer on when to use multivariate testing is if you have enough traffic.

  Just how much traffic, though ?

  While there’s no set number, you should aim to have 10,000 visitors per month or more, to ensure that each variant receives enough traffic to produce meaningful results within a reasonable time frame.

  Once you meet the traffic requirement, let’s talk about use cases.

  Let’s say you want to introduce a new email signup.

  But you want to create it from scratch and aren’t sure what will make your audience take action.

  So, you create a page with a signup form, a header, and an image.

  To run a multivariate test, you create two lengths of signup forms, four headlines, and two images.

  Next, you would create a test to split traffic between these sixteen combinations.

  Advantages of multivariate testing

  If you have enough traffic, multivariate testing can be an incredible way to speed up your A/B testing by testing dozens of combinations of your web page.

  This is handy when creating a new landing page and you want to determine if specific parts of your design are winners — which you can then use in future campaigns.

  Disadvantages of multivariate testing

  The main disadvantage of multivariate testing is that you need a lot of traffic to get started.

  If you try to do a multivariate analysis but you’re not getting much traffic, your results won’t be accurate (and it will take a long time to see accurate data).

  Additionally, multivariate tests are more complicated. They’re best suited for advanced marketers since more moving parts are at play.

  Key differences between multivariate and A/B testing

  Now that we’ve covered what A/B and multivariate tests are, let’s look at some key differences to help clarify which is best for you.

  

  1. Variation of combinations

  The major difference between A/B and multivariate testing is the number of combinations involved.

  With A/B testing, you only look at one element (no combinations). You simply take one part of your page (i.e., your headline copy) and make two versions.

  With multivariate testing, you’re looking at combinations of different elements (i.e., headline copy, form length, images).

  2. Number of pages to test

  The next difference lies in how many pages you will test.

  With an A/B test, you are splitting traffic on your website to two different pages : A and B.

  However, with multivariate testing, you will likely have 4-16 different test pages.

  This is because dozens of combinations can be created when you start testing a handful of elements at once.

  For example, if you want to test two headlines, two form buttons and two images on a signup form, then you have several combinations :

  • Headline A, Button A, Image A
  • Headline A, Button A, Image B
  • Headline A, Button B, Image A
  • Headline A, Button B, Image B
  • Headline B, Button A, Image A
  • Headline B, Button A, Image B
  • Headline B, Button B, Image A
  • Headline B, Button B, Image B

  In this scenario, you must create eight pages to send traffic to.

  3. Traffic requirements

  The next major difference between the two testing types is the traffic requirements.

  With A/B testing, you don’t need much traffic at all.

  Since you’re only testing two pages, you can split your traffic in half between the two types.

  However, if you plan on implementing a multivariate test, you will likely be splitting your traffic at least four or more ways.

  This means you need to have significantly more traffic coming in to get accurate data from your test. If you try to do this when your traffic is too low, you won’t have a large enough sample size.

  4. Time requirements

  Next up, just like traffic, there’s also a time requirement.

  A/B testing only tests two versions of a page against each other (while testing a single element). This means you’ll get accurate results faster than a multivariate test — usually within days.

  However, for a multivariate test, you might need to wait weeks. This is because you’re splitting your traffic by 4, 8, 12, or more web page variations. This could take months since you need a large enough sample size for accuracy.

  5. Big vs. small changes

  Another difference between A/B testing and multivariate testing is the magnitude of changes.

  With an A/B test, you’re looking at one element of a page, which means changing that element to the winning version isn’t a major overhaul of your design.

  But, with multivariate testing, you may find that the winning combination is drastically different than your control page, which could lead to a significant design change.

  6. Accuracy of results

  A/B tests are easier to decipher than multivariate testing since you only look at two versions of a single element on a page.

  You have a clear winner if one headline yields a 5% conversion rate and another yields a 1.2% conversion rate.

  But multivariate testing looks at so many combinations of a page that it can be a bit trickier to decipher what’s moving the needle.

  Pros and cons : Multivariate vs. A/B testing

  Before picking your testing method of choice, let’s look at some quick pros and cons.

  

  A/B testing pros and cons

  Here are the pros and cons of A/B testing :

  Pros

  • Get results quickly
  • Results are easier to interpret
  • Lower traffic requirement
  • Easy to get started

  Cons

  • You need to be hyper-focused on the right testing element
  • Requires performing test after test to optimise a web page

  Multivariate testing pros and cons

  Here are the pros and cons of multivariate testing :

  Pros

  • Handy when redesigning an entire web page
  • You can test multiple variables at once
  • Significant results (since traffic is higher)
  • Gather multiple data insights at once

  Cons

  • Requires substantial traffic
  • Harder to accurately decipher results
  • Not as easy to get started (more advanced)

  Use Matomo to start testing and improving your site

  

  You need to optimise your website if you want to get more leads, land more conversions and grow your business.

  A/B testing and multivariate testing are proven testing methods you can lean on to improve your website and create a better user experience.

  You may prefer one testing method now over the other, and that’s okay.

  The main thing is you’re starting to test. The best marketers and analysts in the world find what works through testing and double down on their winning tactics.

  If you want to start improving your website with testing today, get started with Matomo for free.

  With Matomo, you can conduct A/B tests and multivariate tests easily, accurately, and ethically. Unlike other web analytics tools, Matomo prioritises privacy, providing
  100% accurate data without sampling, and eliminates the need for cookie consent
  banners (except in the UK and Germany).

  Try Matomo free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now